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- 2. MAKE-UP PRINT CAMPAIGN: RIMMELLONDON • FOR THIS PROJECT I WILL BE ADVERTISING A MAKE-UP PRODUCT FOR RIMMEL LONDON. THE MAKEUP PRODUCT THAT I WILL BE PROMOTING IS CONCEALER AS ACCORDING TO A SURVEY TAKEN BY MY TARGET AUDIENCE THIS PRODUCT MOST COMMONLY USED AND APPEARS TO BE AN ESSENTIAL MAKE UP PRODUCT FOR FEMALES AGED 16-18. THEREFORE IT WOULD BE MOST EFFECTIVE FOR ME TO PRODUCE TWO PRINT ADVERTS TO PROMOTE THIS PRODUCT ONE FOR THE SIDE OF A BUS AND ONE FOR BILL BOARDS IN ORDER TO APPEAL TO A WIDE RANGE OF MY INTENDED AUDIENCE. • THE PURPOSE OF MY ADVERT IS TO PROMOTE DIVERSITY IN TERMS OF THE VARIETY OF SHADES THAT ARE AVAILABLE FOR DIFFERENT SKIN TONES, PARTICULARLY WOMEN OF COLOUR. • MY ADVERT WILL BE PRINT-BASED – THIS IS BECAUSE I FEEL IT WILL APPEAL MORE TO MY TARGET AUDIENCE AS MY ADVERT IS AIMED AT FEMALES AGED 16-18 • IT WILL BE ADVERTISED ON BUSES AS TEENAGERS OF THIS AGE GROUP HAVE FREE BUS FARE AND IS THE MOST COMMONLY USED MODE OF TRANSPORT BY THE PEOPLE WHO TOOK PART IN MY SURVEY
- 3. ABOUT THE BRAND •I WILL BE ADVERTISING FOR AN EXISTING BRAND, WHICH IS RIMMEL LONDON • THIS IS BECAUSE THEY ARE AN AFFORDABLE BRAND SOLD IN HIGH STREET SHOPS MEANING THAT IT WILL APPEAL TO MY TARGET AUDIENCE AS MOST OF THEM WILL STILL BE IN EDUCATION SO MAY BE ON A BUDGET. ACCORDING TO MY SURVEY RIMMEL WAS THE MOST POPULAR HIGH STREET BRAND HOWEVER OVERALL THE PARTICIPANTS CHOSE THE OTHER CATEGORY WHICH MADE UP A NUMBER OF HIGH-STREET AND HIGH END BRANDS. I CHOSE A POPULAR HIGH-STREET BRAND AS I WOULD PREFER MY ADVERTISEMENTS TO APPEAL TO A MASS MARKET RATHER THAN A NICHE MARKET. • THIS BRAND ALSO WORKS IN PARTNERSHIP WITH CELEBRITIES SUCH AS KATE MOSS, WHICH LINKS TO THE ADVERTISING TECHNIQUE OF THE CELEBRITY APPEAL. ACCORDING TO MY SURVEY RESULTS THE USE OF WELL-KNOWN CELEBRITIES WAS ONE OF THE MAIN ADVERTISING TECHNIQUES THAT ATTRACTS MY TARGET AUDIENCE TO A PARTICULAR BRAND. THEREFORE I FEEL THAT IT WOULD BE EFFECTIVE TO ADVERTISE FOR A BRAND THAT COMMONLY USES THIS PERSUASIVE TECHNIQUE. • DESPITE IT BEING AFFORDABLE IT FOLLOWS A LUXURY OR SOPHISTICATED DESIGN IN ITS ADVERTS • THE BRAND ALSO INCLUDES A VARIETY OF SHADES FOR DIFFERENT SKIN TONES WHICH DIRECTLY LINKS TO THE PURPOSE OF THE ADVERTISEMENT THAT I AM GOING TO CREATE
- 4. TARGET AUDIENCE • MYTARGET AUDIENCE IS FEMALE, AGED 16-18, PARTICULARLY WOMEN OF COLOUR. • IN TERMS OF SOCIAL CLASS MY TARGET AUDIENCE WOULD BE IN CATEGORIES B-D, AS THE BRAND IS AFFORDABLE AND IS NOT CONSIDERED HIGH-END. ALSO DUE TOO THE AGE OF MY TARGET AUDIENCE MOST OF THEM WILL STILL BE IN EDUCATION, MEANING THEY MAY NOT HAVE A LOT OF INCOME, IF ANY AT ALL • MY ADVERT WOULD APPEAL TO PEOPLE OF ALL ETHNICITIES AS IT FOCUSES ON THERE BEING A SHADE FOR EVERYONE RATHER THAN A SPECIFIC TYPE OF SKIN TONES. HOWEVER I HAVE DECIDED TO FOCUS MORE ON TARGETING WOMEN OF COLOUR AS ACCORDING TO MY SURVEY RESULTS THE MAJORITY OF PEOPLE WHO PARTICIPATED CONSIDER THEMSELVES TO BE A COMPLEXION OF COLOUR • THE ADVERTISEMENT WOULD APPEAL TO SOMEONE WHO IS INTERESTED IN BEAUTY AND CARES ABOUT THEIR APPEARANCE • MY TARGET AUDIENCE WOULD BE PASSIONATE ABOUT THE IMPORTANCE OF THERE BEING A VARIETY OF SHADES AVAILABLE FOR PEOPLE WITH DIFFERENT SKIN TONES
- 5. THE IDEOLOGIES THATTHE ADVERT WILL PROMOTE.• THE IDEOLOGY THAT I WILL BE PROMOTING IN MY AD IS THAT I WILL BE CELEBRATING DIVERSITY OF DIFFERENT SKIN TONES AND REINFORCING THE IDEA THAT BEAUTY IS FOR EVERYONE AND NOT JUST A SPECIFIC RACE OR ETHNICITY • THE REASON I WANT TO PROMOTE THESE IDEOLOGIES IN MY AD IS TO AVOID THE EXCLUSION OF RACES BY MAKING MY BRAND SUITABLE FOR A WIDE RANGE OF PEOPLE • I WILL ALSO TRY TO PROMOTE THAT BEAUTY IS NOT NECESSARILY ‘PERFECTION’ IT COMES IN MANY DIFFERENT FORMS. I WILL DO THIS BY INCLUDING WOMEN WITH A RANGE OF DIFFERENT FACE SHAPES AND SKIN TONES IN MY ADVERTISEMENT • PROMOTING THESE IDEOLOGIES WILL ENSURE THAT MY ADVERTISEMENT HAS AN OVERALL POSITIVE MESSAGE. THIS IS ALSO IMPORTANT AS EVEN THOUGH THE MAJORITY OF FEMALES WHO TOOK PART IN MY SURVEY STATED THEY FELT THAT THERE WAS A VARIETY OF SHADES FOR DIFFERENT SKIN TONES 40% OF PARTICIPANTS STATED THAT THEY FELT THERE ARE NOT ENOUGH SHADES PROVIDED ON THE MARKET TO MATCH THERE COMPLEXION. THE PURPOSE OF THE ADVERT I AM CREATING IS TO RAISE MORE AWARENESS ON THIS MATTER AND ENSURE THAT MY ADVERTISEMENT CATERS FOR THE 40% OF PEOPLE THAT ARE UNSATISFIED WITH THE SHADES THAT ARE CURRENTLY PROVIDED ON THE MARKET
- 6. PERSUASIVE TECHNIQUES • ONEADVERTISING TECHNIQUE THAT I WILL BE USING IN MY ADVERTISEMENT IS ASSOCIATED USER IMAGERY AS MY IDEA IS TO MAKE A MOSAIC STYLE FACE MADE UP OF SEVERAL DIFFERENT FACES THAT ARE ALL A VARIETY OF SKIN TONES. THIS MEANS THAT MY AUDIENCE WILL BE ABLE TO RELATE OR IDENTIFY WITH AT LEAST ONE OF THE FACES SHOW IN THE ADVERT • I WILL ALSO BE USING THE TECHNIQUE OF SYMBOLISM AS THE USE OF SEVERAL FACES WILL SYMBOLISE THAT BEAUTY IS AVAILABLE TO EVERYONE REGARDLESS OF SKIN SHADE/TONE, AGAIN PROMOTING DIVERSITY • IT COULD ALSO BE EFFECTIVE TO USE THE TECHNIQUE OF THE CELEBRITY APPEAL IN MY ADVERTISEMENT AS ACCORDING TO MY SURVEY THE USE OF WELL-KNOWN CELEBRITIES IS WHAT ATTRACTS MY AUDIENCE TO A PARTICULAR BRAND. THEREFORE IT MAY BE BENEFICIAL FOR ME TO USE CELEBRITY ENDORSEMENT IN MY ADVERT TO ENCOURAGE MY TARGET AUDIENCE TO PURCHASE MY PRODUCT • PERSUASIVE TECHNIQUES ARE EXTRA IMPORTANT FOR MY ADVERTISEMENT AS THE MAJORITY OF PEOPLE WHO TOOK PART IN MY SURVEY STATED THAT THEY FELT THAT THERE IS ENOUGH SHADES ON THE MARKET TO MATCH THEIR COMPLEXION. THIS MEANS THAT OTHER BRANDS ARE ALREADY PROMOTING DIVERSITY OF SKIN TONES. THEREFORE IT IS MY GOAL TO USE PERSUASIVE TECHNIQUES EFFECTIVELY IN ORDER TO ENCOURAGE PEOPLE TO CHOOSE MY BRAND OVER OTHER BRANDS ON THE MARKET.
- 7. PLACEMENT OF ADVERT •MY ADVERTISEMENT WILL BE PLACED ON THE SIDE OF BUSES AND IN TRAIN STATIONS AS ACCORDING TO MY SURVEY THESE MODES OF TRANSPORT WERE THE MOST POPULAR, AS MY TARGET AUDIENCE HAVE A FREE BUS AND DISCOUNTED TRAIN FARE MEANING THAT THIS FORM OF PUBLIC TRANSPORT IS REGULARLY USED BY FEMALES AGED 16-18. • I WOULD ALSO PLACE MY ADVERTISEMENTS ON SOCIAL MEDIA PLATFORMS SUCH AS INSTAGRAM AND SNAPCHAT AS ACCORDING TO MY SURVEY THESE WERE THE MOST POPULAR PLATFORMS USED BY MY TARGET AUDIENCE. • I WOULD PLACE MY ADVERTISEMENTS IN MAGAZINES SUCH AS VOGUE AND COSMOPOLITAN AS THESE TWO MAGAZINES ARE MOST COMMONLY READ BY MY TARGET AUDIENCE, AS EVIDENT IN MY SURVEY.
- 8. AUDIENCE PROFILE Age: 17 Name:Sophie Black female of African origin Hobbies may include watching YouTube make-up tutorials, arts & socialising. Currently in Sixth Form studying Media, Drama & English. Believes in equality, particularly of race. She is a feminist and enjoys make-up not to make herself look attractive, but to empower herself. Her parents are successful professionals. She comes from a skilled working class family. Sophie has a very positive attitude and a keen interest in media and the music industry, and the way in which these industries influence society. She is very passionate about creative arts and enjoys/values spending time with her family and friends.